Students Compete to Advance the Booth Brand

By Latika Sharma ‘16

Latika Sharma '16

Latika Sharma '16

On Friday, April 17th teams of enthusiastic Chicago Booth students presented creative ideas to enhance awareness of the new “Chicago Approach” branding initiative of “Inquiry, Insight, Impact”.  Nine teams of full-time and part-time students participated in the annual case competition organized by the Dean’s Marketing Advisory Committee (DMAC) to source marketing ideas from the Booth community and relay back the sentiments, concerns, and opinions to the administration. After an initial round of presentations, the top five teams were selected to progress to the final stage.

Winners of the competition were chosen by an esteemed panel of judges including Mike Wokosin ‘96, VP of Digital Marketing at Redbox; Ryan Ostrom ’04, Chief Marketing Officer of Kenmore; Craftsman and Diehard, Gregory Butz ’11, Managing Director at digital marketing agency Wire Stone; Adrienne Nazon, Executive Director of Marketing at Booth; and our very own Dean Kole. The panel evaluated ideas on creativity, practicality and potential for impact, among others.

One could sense the passion in the air as students presented ideas ranging from social media campaigns to new experiential learning programs. The team PT Group 2015, comprising of Mukund Prasad, Chaitanya Kovvuri and Mohan Prabhu Ramalingam, emerged as the winner and bagged the $2,000 cash prize. In true Booth fashion, the team employed a data-driven approach of competitive benchmarking with other top business schools. Their recommendations included the creation of an interactive forum to facilitate discussions between current Booth students and interested parties such as prospective students.

The winning marketers

The winning marketers

Team Boothiful, comprising of Prabhjot Gill, Donbee Lee and Giuliana Lopes dos Reis, won $1,000 as the second placed team. The team uncovered some misconceptions about Booth from an outside world perspective, such as limited social involvement and finance being the primary focus area. They discussed how we can utilize channels such as ChiBus, Follies and TNDC e-mails to address these.

The third place went to the team Friends of Stacey Kole, comprising of Paritosh Kumar, Gautam Kshatriya, Pooja Chokshi and Pratik Khandelwal, which advocated for new programs designed to incorporate the Chicago Approach, as part of the curriculum.

Booth’s Marketing department aims to incorporate a number of these findings into their strategy. The potential for maximum impact lies in every student taking ownership of building the school’s brand. This will further help centralize efforts such as social media monitoring and marketing. If you would like to actively participate in Booth’s marketing initiatives, sign up for DMAC on BoothGroups and we would love to hear your ideas.

Latika is a first year MBA student and 2015-2016 co-chair of DMAC.